When it comes to marketing, which do you spend more time on, activity or asset-building?
Check out this post from UK-based business coach Robin Waite.
In it, Robin defines marketing activity as things like posting, emailing, and calling people.
Marketing assets are things like business books, email sequences, videos, podcast episodes, and courses.
It’s tempting to treat each equally under the umbrella of “doing marketing.”
But then, an “hour of marketing” is more likely to include the quick hits that come from marketing activity. And you’re less likely to build marketing assets.
Whereas if you build even one asset, your marketing activities become WAY easier. (And more effective.)
You’ll have something to point people to besides your checkout or booking form.
This lets them come to you when they’re ready (not when you’re ready).
And that always works better.
Back to Robin. “…spend 80% of your time/money/effort on building marketing assets and … 20% on marketing activity promoting those assets.”
More building,
James
P.S. The best asset I’ve built is my Make Your Website Talk guide. It’s a 5-email series to help you make your website connect and convert better with your ideal customers.
If you’re interested in checking it out, there’s no better time because…
P.P.S. I’m taking another full week off from writing One Creative Moment (except for a scheduled Tactical Tuesday) starting tomorrow (Saturday, Aug 12). This time, we’re heading to PEI for a week of family, fun, and beach.
I’m hoping to be really good at beach.
See you on Monday, Aug 21 🙂
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